Luxury Brands and the Social Media Dilemma

Luxury brands tend to have difficulties when it comes to adapting to our highly-digitalized world. This also means that the way we connect and our purchase patterns have changed and continue to do so. As to 2014, a Mc Kinsey report confirmed that 44% of all luxury sales being persuaded by internet research or social media influence.

In recent weeks Yoox Net-a-Porter group announced their most recent project, the development of the necessary technology that will allow affluent customers to buy products directly through –the now Facebook purchased- WhatsApp. Mobile spending power is on the increase, the possibilities are huge!

Despite the recent involvement of luxury brands on social platforms, one thing is recognizable; their aspirational factor has worked in their favor, making them attract more fans than mainstream brands. To the date, Louis Vuitton accrues over 19,000,000 followers on Facebook alone.

Online and offline communication is crucial for Luxury Brand success

The boundaries between off-and online are becoming increasingly permeable. Those brands that take advantage of all the channels and their crossroads, enjoy offering their followers brand experiences that merge real and digital conversations.

In the last series of Fashion Weeks in multiple mayor capitals of the world, I could be witness of many fashion shows without leaving Amsterdam. Without mentioning the immediate possibility of purchase. And, as technology evolves I wouldn’t be surprised if in the next years, we might be able to enjoy these events through virtual reality, being able to interact even more lively.

These are tête-à-têtes that provoke appeal, promote membership and eventually drive more sales than those taking place solely off or online.

Go for Quality over quantity

One of the most important building blocks of Luxury brands is their quality and this must be translated in any media/marketing initiative. For social media, this means being able to show your storytelling abilities about your heritage, craftsmanship and product qualitatively and with the right tone of voice.

What about exclusivity?

I often hear our clients comment that their brand’s purpose is to remain niche, exclusive, rare, and that social media feels too mainstream. However, they’re not considering the fact that high net worth individuals are also on social media.

Accenture wealth management consulting interviewed 1,200 affluent individuals across Europe to understand how they’re using online tools for investment purposes. In this process, they also discovered that two thirds of this population are weekly users of social media and 40% consider themselves early adopters in technology.

Online communication is fundamentally a tool for incentivizing face to face contact. It might be a first impression that pulls you to know more about a brand or a way to remain in contact and further build a loyal relationship with your customers.

Never be afraid to connect with non-customers, Luxury is about desirability, product excellence, and fundamentally a brand promise. Building a name, even if the indulgence can only be enjoyed by a lucky few is also remaining exclusive.

To be or not to be?

Every interaction is an opportunity to engage, tell your story and sell. Even if they’re not purchasing, your customers want to talk to you and about you, and they will. The conversation is happening regardless of your partaking. The potential is infinite, my advice is make sure you have a cross medial plan, where your online stimulates face-to-face engagement in a positive way and takes care of real human connection. This combination is a powerful brand tool!